1.
MARKETING PLAN
TOWN LIBRARY
Kimberley Mortier
Monica Paula Anchondo
Eric Feikert

2.
CONTENTS
◼ Planning and Objectives
◼ Branding
◼ Performance Analysis

3.
PLANNING AND OBJECTIVES

4.
INTRODUCTION
◼ Town Library is a public, suburban library located in a
town of around 50,000 and serving a growing, multilingual
community of families as well as an established base of
long-time residents. Town Library is a central part of the
town, providing access to physical and electronic books,
public use computers, printing and copying services, adult
learning classes (ESL, GED, adult literacy, technology) and a
variety of fun programing for adults including book clubs,
arts and craft meetups, live performances and
informational presentations. For children and teens we
have a variety of storytimes and programs like Babytime
(newborn-18 months), Toddler Storytime (18-36 months),
Storytime (ages 3-5), Family Time (ages 0-11), and Teen
Meetup.

5.
MARKETING GOALS AND OBJECTIVES
Library Vision: Town Library is a
home to increase early childhood
literacy and the future success of
children, and foster creation,
exploration, and knowledge for
our entire community.
Library Values: Town Library
values learning, inclusivity,
community, and literacy.
Library Goal: To respond to the
current and evolving needs of our
diverse community, increase
awareness and use of the library
programs and services, and reach
out to inactive, underserved
members of the community.
Library Objective: To identify
the language needs of our
expanding diverse community and
develop programming for this
population around those needs,
thus expanding both early literacy
and library patronage.
Town Library has noticed a need for more
inclusive programming, with a diverse young
population in which more than ⅓ speak a second
language as their core demographic, they decided
to introduce a new multilingual child literacy
program. The goal is to introduce regular
attendees to other languages and cultures, bring
in families who may be hesitant to attend
programs due to language barriers, and promote
inclusivity and community engagement by
recruiting and working with diverse members of
the community who will assist library staff in
planning and conducting a multilingual storytime.

6.
STAKEHOLDERS
Underserved multi-lingual members of
community (parents & children)
Library board
Staff members
Other county services that may serve this
part of community

7.
MARKETING PERSONA
Maribel and her husband both work, Maribel’s mother Juana takes care of her 3 year old
daughter Olivia. Maribel wants to make sure Olivia is ready for preschool but because of her
busy schedule she misses most library storytimes. After seeing a flyer for the new bilingual
program, she shows her mom and encourages her to take Olivia. Her mother is normally
hesitant to use the library because of a language barrier, and not understanding what the library
is all about.
● How can the library break through the language
barriers between staff and patrons?
● What type of activities can library staff incorporate
into their bilingual program so participants are learning
and having fun at the same time?
● How can library staff encourage participants to utilize
other library services, how can they promote these
services organically?
“My mother doesn’t speak english well, so
she's hesitant to come as she doesn't always
understand what she is supposed to do, this
program makes the language barrier easier
to navigate, my daughter gets to learn, and
my mom gets a break from always having to
entertain my daughter.”

8.
SWOT ANALYSIS
Strengths (Internal) Weaknesses (Internal)
• Flexible, skilled, knowledgeable, and
resourceful staff and librarians
• Strong history of literacy programming
• Limited funding
• Small staff slows libraries ability to
expand and develop new services
• Limited language skills among staff
Opportunities (External) Threats (External)
• Expand community participation by
encompassing those with language
knowledge
• Increase cooperation with other county
services and schools to expand community
awareness of each others’ programs
• Limited number of business partnering
options in community

9.
COMPETITIVE ANALYSIS
When considering external factors that may affect Town Library those may
include:
◼ Identifying demographics and funding to develop program
◼ Funding to increase staffing as needed to provide language needs
◼ Decline in funding through budget reallocation and how that impacts other
programs
◼ Identifying partners in business or county services arena that can assist in
program development or funding
◼ A potential competitive factor for this program is similar after-school
programs offered by Town Elementary School. However, these programs
only offer purely educational instruction, and have less focus on literacy and
creativity. Nevertheless, the success of these competing programs may
affect attendance for our own program, and affect future funding for the
institution.

10.
PRODUCT DEVELOPMENT
In support of Town Library’s community, we have decided to implement a bilingual story time program. Since the surrounding
area is predominantly occupied by a diverse population of families, our target audience are the young children (Ages 5-10) as well
as their caretakers. The inspiration behind this program comes from a survey conducted by library staff, where it was indicated
that a substantial percentage of patrons would be interested in bilingual library programs if offered.
The program itself will be monthly, with a spotlight on a different language each month. The program will encompass more than
just traditional story-telling; we hope to incorporate guest speakers, activities, and introduce ethnic snacks & beverages. We
have yet to determine from our patrons just what sort of languages are desired for the storytime. Further data collection is
required. Furthermore, we will adjust the language options and scheduling based on our audience’s needs.
The goals of this program are to see an increase in patron traffic, specifically from patrons who speak a second language and are
not already utilizing our services. We would also like to see an increase in literacy skills, with an emphasis on English as a second
language learners. We also hope to see a greater interest in multilingual library programs, services, and items in the library’s
collection.

11.
BRANDING

12.
PROMOTIONA
L PLAN
◼ The goal of this overall strategy is twofold. We want to
provide exposure for our patrons who come to the library
regularly, as well as advertise to individuals who don’t use
the library. We hope to increase our program usage by
library users who are not native English speakers by 30% ,
in the next year. We also hope to see a 10% increase in
circulation of our foreign and dual language materials in in
the next 6 months. Our strategy covers two key areas of
exposure: external advertising and internal advertising.

13.
LOGO
◼ Our tagline One Town, Many Stories is meant to
represent our core values; learning, inclusivity,
community, and literacy. Our logo is a visual
representation of these values. The book
represents learning, literacy and the format we
are most associated with. The pages represent
our community and inclusivity, each member is
important and together create a community of
learning. The blue page represents the idea that
each member of the community has their own
story and needs, which we thrive to understand
and meet.

14.
ELEVATOR SPEECH
◼ Here at Town Library, we are committed to family, and we are
proud to have families from around the world. Unfortunately, our
community does not have the means of helping these families teach
their children a second language. That’s where we come in. The
Town Library Bilingual Storytime Program gives parents the
opportunity to engage their children in other cultures, and children
the opportunity to learn. It is our diverse community that makes
Town Library what it is today, and we know what they want. When
our community thinks about inclusivity, literacy, and community,
they think about Town Library.

15.
WEBSITE

16.
FACEBOOK

17.
PRINT

18.
For Immediate Release
Contact: Town Library
Emma Thomas, Library Director
(123) 555-1212
Town Library Rolls Out Multilingual Storytime!
Small Town, USA
Today, members of the Town Library rolled out the newest addition to their storytime
programming with the first Multilingual Storytime! Mayor Jane Jones and library director
Emma Thomas announced the roll-out of the library’s new early childhood literacy effort
from the steps of the library. The newly developed program will offer storytimes and
programming built around languages common in our community and will offer an
opportunity to advance more literacy options for young children and their caregivers.
In making the dedication, Director Thomas expressed the library’s desire to “connect our
diverse community with our library mission of increasing literacy and learning for all.”
PRESS RELEASE

19.
PERFORMANCE
ANALYSIS

20.
TIMELINE
MY TASKS
START
DATE
DUE
DATE
% COMPLETE
Initial survey of
interest
Date Date 0%
Development meeting Date Date 10%
Survey of language
interest
Date Date 25%
Identify staffing 50%
Program development 75%
Program rollout 90%
Follow-up surveys 100%

21.
BUDGET
Town Library Bilingual
Storytime Project EXPENSES
Costs Estimated Labor Estimated
Bilingual story
books $1,000.00
Library Staff
Project line $3,000.00
Advertising $200.00 Volunteers $0.00
Promo items $200.00
Total $1,400.00 Total $3,000.00
TOTAL EXPENSES Estimated
$4,400.00

22.
OUTCOMES
OUTCOMES
Outcome 1: Change of attitude - patrons are more interested in using library
Indicator(s) Applied to Data Source Data Interval Target
# and % change of users for
programs and circulation materials
Library patrons Survey on the
website and in
branch about
usage
One month after program
implementation and every
3 months after
30%
% increase in library reputation as
important member of community
Community
members
Survey on website 6 months after program
implementation
25%
Outcome 2: Change in knowledge - Increase in childhood/family literacy
Indicator(s) Applied to Data Source Data Interval Target
# and % of families that report
increase in bilingual learning
Community
members
Survey Every 2 months 40%
# and % of increase in use of adult
ESL programs following
implementation of childrens’
program
Community
members
Ongoing internal
program tracking
Ongoing 20%

23.
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